US magazine readers tend to be highly connected social media users, with 68% of 18-34 year-olds saying that media experiences are enhanced by technology, and 56% of magazine readers following at least one magazine brand on Twitter, study finds

Allison Oesterle

NEW YORK , August 30, 2012 (press release) – A benchmark study conducted by GfK MRI, for MPA, the association of magazine media, concludes that social media enhances consumption of and engagement with magazine content, it was announced today by Chris Kevorkian, MPA’s Chief Marketing and Digital Officer. This new study, called "Magazine Media Readers Are Social," was designed to explore the relationship with social media platforms and magazine media readers 18 to 34 years of age: The Millennials.

“The results of MPA’s new study clearly demonstrate that social media enriches the magazine reading experience, and that magazine media readers – on all platforms – are creating communities around and engaging with the magazines and editors they know and love,” said Mr. Kevorkian.

The majority of respondents follow a magazine, showing that the reader relationship with magazine brands translates across all social platforms – online, tablet and smartphone. The study reveals that 56% of magazine readers using Twitter follow a magazine brand on Twitter and jumps to 69% among self-proclaimed "avid magazine readers."

Highlights from the research findings include:
Magazine readers (18-34) are highly connected social media users.

- More than two-thirds of respondents (68%) believe that technology has improved the experience of accessing various media.

- Half consider themselves to be “media multitaskers.”

- An overwhelming majority use Facebook (91%), followed by YouTube (61%) and Twitter (40%). One in five Twitter users manage multiple Twitter accounts.

- The majority (80%) own a personal mobile device.

Avid magazine readers index higher than total respondents in all social attitudes and activities. They are major users of social media and enjoy connecting directly with magazines and editors via outlets networks like Facebook, Twitter and Pinterest.

- Nearly 40% or respondents have self-identified as “avid magazine readers."

* 95% read printed titles.

* 43% read digital editions.

-Avid readers on Facebook:

*More than half (63%) of avid magazine readers have visited a magazine’s Facebook page.

* About the same number (62%) of avid readers using Facebook have posted magazine articles to Facebook, while more than a third have uploaded content to a magazine’s Facebook page.

* More than half (55%) of magazine readers using Facebook subscribe to a magazine editor or columnist on Facebook.

-Avid readers on Twitter:

* 69% of avid readers using Twitter follow a magazine brand on Twitter.

* Two-thirds have re-tweeted articles from a magazine’s feed.

* More than half (56%) have re-tweeted a magazine editor’s tweet.

-Avid readers on Pinterest:

* 65% of avid magazine readers using Pinterest follow a magazine on Pinterest or have re-pinned content from a magazine.

* Sharing magazine content is important to young digital readers.

* Four in 10 (42%) of total respondents and 57% of avid readers chat with friends on Facebook while reading a magazine and share what they’re reading.

* The importance of being able to share digital magazine content with friends is highest among avid magazine readers (54%). Men greatly outnumber women in this interest in sharing digital magazine content.

Methodology: GfK MRI, an independent research firm, was commissioned by MPA to conduct a study among adults 18-34 who read magazines and use social media. Respondents were recruited to an online survey via an email invitation sent to members, aged 18-34, of the Survey Sampling International (SSI) panel. The study was fielded from April 11-16, 2012. A total of 1,019 respondents completed the survey.

Visit MPA's Research section to download key findings and the full report.

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